Summer, 2011 Through theoretical investigation, practical implementation, and case analysis, students develop the skills and strategies that are necessary for effective marketing via electronic media. With particular emphasis on Internet-based media, topics include developing an online corporate identity, online market research, interactive and database website strategies, creating and maintaining website content, proactive marketing tactics, analysis of website statistics, measuring online marketing results, and the development of a strategic Internet marketing plan.
MKT0018/01 Interactive Marketing addresses digital marketing strategies including: web, search, social, email, online video and mobile marketing. Students examine unique strengths of digital marketing components, helping students generate innovative approaches to engage, motivate, and inspire buyer brand participation. Students who completed this course should be able to:
-Demonstrate the impact digital communications makes on the brand, consumer and competition -Identify the types of behavior a consumer may exhibit in response to digital tactics -Develop a digital marketing strategy to determine a digital course of action -Learn to justify digital promotion decisions and budgeting -Learn how to best measure the results of digital strategy for revenue generating sales leads, conversions, repeat business and marketing ROI -Examine the impact digital will have on the future
CLASS SCHEDULE**
Date
Class Topics
Reading
Assignments for Next Class
Class 1, May 12
IntroductionsGo Over Syllabus and CourseOverview of StrategicInternet Marketing
Ch. 1
-Select your Case Study/Brand and assess its web properties
-Assess competitive set (5)
-This Week in Digital - Puruse Mashable.com for the week's digital innovations
Purchase the Book
Reach Chapters 1 and 2 (and read beyond that if you have time).
Begin reviewing the Interactive Marketing Glossary found at:
I would suggest downloading it and saving it to your desktop or printing it out
Solidify your brand and come into class 2 having chosen it and having reviewed its website, etc.
Walk into class 2 with five competitors of your brand listed out on a piece of paper
Class 2, May 19
Framing, Marketing Strategy, Web Brand Ecosystem, Digital Metrics/Web Analytics Digital Creative Brief Website vs Facebook
Ch. 2, 3
Course Project: Employing Digital Research
Course Project: Competitive Analysis and Positioning Map
-Begin reviewing Laredo Group Digital Glossary
Complete the reading assignment in the textbook through Chapter 5
Come to class with a list of your top 5 brand competitors and begin to be able to discuss what the strengths and weaknesses of your competitors are and how you will capitalize on each to strategically digitally engage your target audience to either steal customers from competitors or build a strategy that reaches an entirely new customer segment
Review the Laredo Group Interactive Glossary Terms
Complete and hand in a Creative Brief for your brand (1-2 pages)
In the creative brief, begin to concept how you will strategically engage your target audience online through digital marketing (on a high level) as well as any creative ideas to coincide with your digital strategy (e.g. Old Spice used online video + humorous creative approach)
We will continue in class to review tactical steps vs various digital means
Customer Experience, Customer Interface Social Media
Ch. 4, 5
-Assignment Due: Digital Creative Brief
For class 4 complete the reading assignment.
Turn in to me in our next class a 2 page write-up of your three top competitors and one non direct competitor (outside your industry). Please include in your brief a digital SWOT analysis of your brand. (SWOT: strengths, weaknesses, opportunities, threats)
Class 4, June 2
Customer Relationships & Product, The Digital Media Plan
Acquisition & Retention
Pricing, Communications, Community, Email Marketing & Mobile Marketing
Ch. 8, 9, 10
Assignment For Class 7:
1) Read book through Chapter 12
2) Review on wikipedia, the definition of "Digital Strategy" http://en.wikipedia.org/wiki/Digital_strategy
3) Develop a Mobile Marketing Strategy for your product
Read: http://en.wikipedia.org/wiki/Mobile_marketing
Based on our last class, please turn in a 1-2 page synopsis of a mobile strategy you will
use to connect with your customers to gain brand mindshare and sell product.
4) Begin to concept a "Digital Contact Strategy Map" - I will speak to this in our next lecture
Class Wiki: http://baruchinteractivemarketing.wikispaces.com/
Class 7, June 23
Distribution & Branding;
Social Media, YouTube, Viral Video, Affiliate Networks
Continuing and Professional Studies School Policies
||
Attendance Policy
Attendance is mandatory for international students. Each student must attend all scheduled classes. Any Contemporary American Business Practices (CABP) student who has more than two absences in a class or any full-time ESL student who misses more than 20% of scheduled sessions will fail that class for the term.
Classroom safety/health
CAPS requests that there is to be no eating or drinking in the labs.
Cell phones and other electronic devices
Cell phones and other electronic devices should be turned off or placed on vibrate prior to the start of class.
Anyone caught cheating on a quiz, test, or any assignment will fail the course immediately and will be referred to the college for further disciplinary action. For more information on Baruch College’s honesty policy: http://www.baruch.cuny.edu/academic/academic_honesty.htm
Plagiarism
Plagiarism occurs when you claim to be the originator or producer of words, opinions, facts, or number that belong to an author whose work you found online or in a book, magazine, or newspaper. Any student caught plagiarizing will immediately fail the course and will be referred to the College for further disciplinary action.
Students with disabilities
Baruch College is committed to making individuals with disabilities full participants in its programs, services, and activities through compliance with Section 504 of the Rehabilitation Act of 1973 and with the Americans with Disabilities Act (ADA) of 1990. It is the policy of Baruch College that no otherwise qualified individual with a disability shall be denied access to or participation in any program, service, or activity offered by the university. Individuals with disabilities have a right to request accommodations. If you require any special assistance or accommodation, please contact the instructor before the first class.
Smoking
Smoking is NOT permitted in any building throughout the City University of New York system. This means NO SMOKING by anyone, anywhere.
Course Policies
Lateness
Please alert your teacher if you will be late or not be able to attend class so that alternative arrangements can be made.
Class participation
Class participation is a part of your grade. Please make an effort to contribute to class discussions.
Missed quizzes and exams
Please alert your teacher if you will miss a quiz or exam so that alternative arrangements can be made.
Missed assignments
Please alert your teacher if you will miss assignments so that alternative arrangements can be made.
||||
Course Description/Objectives
||
Course description
Through theoretical investigation, brainstorming, and case analysis, students develop the skills and strategies that are necessary for effective marketing via electronic media. A key "road-tested" framework of the 7-stage process to enable the design of successful Internet marketing strategies will be introduced. With particular emphasis on Internet-based media, topics include developing an online corporate identity, online market research, interactive and database website strategies, creating and maintaining website content, proactive marketing tactics, analysis of website statistics, measuring online marketing results, and the development of a strategic Internet marketing plan Student Learning Outcomes: 1. To develop a general framework for the design and implementation of an Internet marketing program. 2. To understand the role and integration of an Internet marketing program within the overall marketing mix of a company. 3. To focus on best practices and tools utilized in designing and developing an Internet marketing program. 4. To apply those understandings in real-world situations through case analysis and simulation exercises.
Grading Criteria
- Project
- Tests
- Homework
- Class Participation
- Attendance
Total
10%
50%
15%
20%
5%
100%
Continuing and Professional Studies Grading Policies
The following is a list of the official grades. Percentage equivalents are given to guide those who compute grades on the basis of 100%.
Grade
Percentage Equivalent
A
93.0 – 100.0
A-
90.0 – 92.9
B+
87.1 – 89.9
B
83.0 – 87.0
B-
80.0 – 82.9
C+
77.1 – 79.9
C
73.0 – 77.0
C-
70.0 – 72.9
D+
67.1 – 69.9
D
60.0 – 67.0
F
Below 60.0
W
Students who do not wish to continue in a class must complete a WITHDRAWAL REQUEST FORM in the main office. They will receive a grade of “W” in the course.
It is not designed to keep a student from failing a course. A ”W” grade may be issued to a student up to the midpoint of the course, as long as no failing grades have been recorded. “W” grades are not applicable for international students who are studying on an F1/I-20 student visa, nor for students in the CABPs program.
AUD
Students who do not wish to receive a grade in the class must complete an AUDIT REQUEST FORM in the main office. The form must be submitted to the Program Director prior to the third class meeting. A course taken on an AUD basis may NOT be used to satisfy the requirements of a certificate program.
Pass/Fail
Students who wish to be graded on a Pass/Fail basis must complete a PASS/FAIL REQUEST FORM in the main office. The form must be submitted to the Program Director prior to the third class meeting. This course may NOT be used to satisfy the requirements of a certificate program. Once granted, the Pass/Fail option is not reversible. The student must attend 80% of the classes and complete all course requirements in order to receive a “passing” grade. The following courses: Modern Languages, Personal Development, Seminars, Research Practicums, and Certified Financial Planning are always graded on a Pass/Fail basis.
INC
This grade may NOT be used in ESL classes. Students with a justifiable cause may request a grade of INC, subject to approval by both the instructor and the Program Director. The student must complete all remaining assignment(s) within 30 days after the last day of class or the INC grade will change to a grade of “F”. Final exams must be taken within seven days of the ending date of the course. The grade of INC is intended for students with medical or emergency issues which prevented them from completing the requirements of the course within the regular term. Conditions which justify an INC are as follows: § There must be documented and extenuating circumstances (such as health issues or a death in the family). § The student must have been attending class on a regular basis. § Both the instructor and the Program Director must approve the INC. § All course requirements must be completed within 30 days, after which the grade will change to an “F”. § If a student has missed a final exam and does not have a documented, extenuating circumstance, this does not qualify for an INC, nor a make-up exam. The student receives a grade of “F” for the final exam.
COMP
Awarded to students who have completed a preparation course, i.e. GMAT.
R
ESL Only: Course must be repeated until minimum proficiency is attained. Assigned to students in the ESL and Modern Languages courses only.
Individual instructors determine course requirements and students’ final grade. Students will receive their grade results by email after completion of each course. Grades are not given out over the telephone.
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Required/Recommended Texts, Readings, Web Sites and Materials
||
Required reading
Title
Internet Marketing, 2nd Edition. By Rafi Mohammed, Robert Fisher, Bernard Jaworski, and Gordon Paddison. McGraw-Hill/Irwin. ISBN 0-07-253842-2.
Author(s)
By Rafi Mohammed, Robert Fisher, Bernard Jaworski, and Gordon Paddison.
The class will utilize a variety of pedagogical techniques to foster a positive learning environment. To maximize learning, students MUST read the assigned material prior to class discussions. The ability to learn the material and grades will significantly depend on your understanding of the assigned readings. Class lectures will utilize a combination of the lecture method and the Socratic method of questioning to foster discussions. The course will consist of readings and discussion from texts and articles two examinations and case write-ups. There will also be a real world client project. All assignments must be typewritten and turned in at the beginning of the class on which they are due. Case write-up assignments are to be no more than two pages of double-spaced, cogent, and salient insight. No emailed or late assignments will be accepted. If an exam is missed by a student, a make-up exam will be allowed during the next exam period, which means the student will take both the missed and subsequent exams at the same time. If there is a question as to a specific assignment, ask before it is due – not understanding the assignment is not a reason for not completing it.
MKT0018/01
Summer, 2011
Through theoretical investigation, practical implementation, and case analysis, students develop the skills and strategies that are necessary for effective marketing via electronic media. With particular emphasis on Internet-based media, topics include developing an online corporate identity, online market research, interactive and database website strategies, creating and maintaining website content, proactive marketing tactics, analysis of website statistics, measuring online marketing results, and the development of a strategic Internet marketing plan.
MKT0018/01 Interactive Marketing addresses digital marketing strategies including: web, search, social, email, online video and mobile marketing. Students examine unique strengths of digital marketing components, helping students generate innovative approaches to engage, motivate, and inspire buyer brand participation. Students who completed this course should be able to:
-Demonstrate the impact digital communications makes on the brand, consumer and competition
-Identify the types of behavior a consumer may exhibit in response to digital tactics
-Develop a digital marketing strategy to determine a digital course of action
-Learn to justify digital promotion decisions and budgeting
-Learn how to best measure the results of digital strategy for revenue generating sales leads, conversions, repeat business and marketing ROI
-Examine the impact digital will have on the future
CLASS SCHEDULE**
Date
Class Topics
Reading
Assignments for Next Class
-Assess competitive set (5)
-This Week in Digital - Puruse Mashable.com for the week's digital innovations
Digital Metrics/Web Analytics
Digital Creative Brief
Website vs Facebook
Course Project: Competitive Analysis and Positioning Map
-Begin reviewing Laredo Group Digital Glossary
Social Media
For class 4 complete the reading assignment.
Turn in to me in our next class a 2 page write-up of your three top competitors and one non direct competitor (outside your industry). Please include in your brief a digital SWOT analysis of your brand. (SWOT: strengths, weaknesses, opportunities, threats)
Acquisition & Retention
Study for the Exam
Review Google Trends:
http://www.google.com/trends
Read the article and be prepared to discuss: JC Penney Link Scheme
http://searchengineland.com/new-york-times-exposes-j-c-penney-link-scheme-that-causes-plummeting-rankings-in-google-64529
Search Engine Marketing (SEO/SEM)
Read: How to Plan a Website
http://www.smashingmagazine.com/2011/06/09/a-comprehensive-website-planning-guide/
Develop a Website Wireframe
What is a website wireframe? Read here: http://en.wikipedia.org/wiki/Website_wireframe
Develop a one page website wireframe for your brand or product home page and hand it in to me
(If the software does not work for you, try doing one by hand).
Use: Balsamiq
http://balsamiq.com/products/mockups
*click on "Try Web Demo"
Search Engine Marketing Keyword Strategy
Using the following keyword insights tools, develop 20 -40 keywords which are high priority for your brand to bid on
in the paid search engines. Give reasons/brief rationale why.
http://www.google.com/trends
http://www.google.com/insights/search/#
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
1) Read book through Chapter 12
2) Review on wikipedia, the definition of "Digital Strategy"
http://en.wikipedia.org/wiki/Digital_strategy
3) Develop a Mobile Marketing Strategy for your product
Read: http://en.wikipedia.org/wiki/Mobile_marketing
Based on our last class, please turn in a 1-2 page synopsis of a mobile strategy you will
use to connect with your customers to gain brand mindshare and sell product.
4) Begin to concept a "Digital Contact Strategy Map" - I will speak to this in our next lecture
Class Wiki:
http://baruchinteractivemarketing.wikispaces.com/
Social Media, YouTube, Viral Video, Affiliate Networks
For our next class:
1) Hand in a one page "Digital Contact Strategy Map" or chart(see below for reference) where you begin to assess which digital vehicles (email, website, banners, SEM, SEO, mobile, apps) and programs you will use for your marketing campaign and why (in terms of ROI, cost, usage penetration of your target audience)
http://www.slideshare.net/Supernative/digital-communication-strategy-1521888
2) Hand in a one-page email marketing strategy for your brand/product
See:
http://en.wikipedia.org/wiki/Email_marketing
http://www.clickz.com/clickz/column/1708323/ten-steps-developing-effective-email-strategy-part
http://www.email-marketing-reports.com/iland/2008/10/new-email-marketing-22-ways-to-build.html
Overall & for your final presentation (on Class 9 or 10)
-Use statistics and facts as found in the "Social Media Revolution" video to support your choice of different social media vehicles. http://www.youtube.com/watch?v=sIFYPQjYhv8
-Are you using Mashable.com?
Forrester's POST METHOD
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
http://www.socialmediamodels.net/social-media-implementation-models-category/forresters-post-method/
-Complete book reading entirely
-Prepare Final Presentation
The Digital Future
CLASS OVERALL REVIEW
-FINAL PRESENTATIONS
-PREPARE FOR FINAL EXAM
-FINAL PRESENTATIONS
Course Syllabus
Course #: MKT0018/01
Course Name: Interactive Marketing
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Course Information
Prerequisites
Required permissions
Classroom location
Meeting days
Class hours
Department location
1 Bernard Baruch Way
New York, NY 10010
646-312-5000
Web page
Instructor information
Instructor Name
Contact Phone Number (Optional)
E-mail address
Alternate contacts
Department phone number
Emergency phone number
Department FAX
||||
Continuing and Professional Studies School Policies
||
Attendance Policy
Classroom safety/health
Cell phones and other electronic devices
Support services
Academic dishonesty
Plagiarism
Students with disabilities
Smoking
Course Policies
Lateness
Class participation
Missed quizzes and exams
Missed assignments
||||
Course Description/Objectives
||
Course description
Student Learning Outcomes:
1. To develop a general framework for the design and implementation of an Internet marketing program.
2. To understand the role and integration of an Internet marketing program within the overall marketing mix of a company.
3. To focus on best practices and tools utilized in designing and developing an Internet marketing program.
4. To apply those understandings in real-world situations through case analysis and simulation exercises.
Grading Criteria
- Project- Tests
- Homework
- Class Participation
- Attendance
Total
50%
15%
20%
5%
100%
Continuing and Professional Studies Grading Policies
The following is a list of the official grades. Percentage equivalents are given to guide those who compute grades on the basis of 100%.It is not designed to keep a student from failing a course. A ”W” grade may be issued to a student up to the midpoint of the course, as long as no failing grades have been recorded. “W” grades are not applicable for international students who are studying on an F1/I-20 student visa, nor for students in the CABPs program.
§ There must be documented and extenuating circumstances (such as health issues or a death in the family).
§ The student must have been attending class on a regular basis.
§ Both the instructor and the Program Director must approve the INC.
§ All course requirements must be completed within 30 days, after which the grade will change to an “F”.
§ If a student has missed a final exam and does not have a documented, extenuating circumstance, this does not qualify for an INC, nor a make-up exam. The student receives a grade of “F” for the final exam.
||||
Required/Recommended Texts, Readings, Web Sites and Materials
||
Required reading
Title
Author(s)
Edition
ISBN number
Publisher
http://www.amazon.com/Internet-Marketing-Building-Advantage-Networked/dp/0072538422/ref=sr_1_3?s=books&ie=UTF8&qid=1304276310&sr=1-3
Required materials and supplies
Buy the textbook used online on Amazon
http://www.amazon.com/Internet-Marketing-Building-Advantage-Networked/dp/0072538422/ref=sr_1_3?s=books&ie=UTF8&qid=1304276310&sr=1-3
Required materials and supplies
Optional materials and supplies
The course will consist of readings and discussion from texts and articles two examinations and case write-ups. There will also be a real world client project. All assignments must be typewritten and turned in at the beginning of the class on which they are due. Case write-up assignments are to be no more than two pages of double-spaced, cogent, and salient insight. No emailed or late assignments will be accepted. If an exam is missed by a student, a make-up exam will be allowed during the next exam period, which means the student will take both the missed and subsequent exams at the same time. If there is a question as to a specific assignment, ask before it is due – not understanding the assignment is not a reason for not completing it.